Brian Terkelsen


People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Evelyn Ferro – Sizmek  ::: Publicis Groupe -Tim Jones, John Sheehy, Lisa Donohue , Vittorio Bonori, Brian Terkelsen, Andras Vigh ::: Digilant – Alan Osetek  ::: J.  Walter Thompson – Stefano Zunino  ::: Atento Brazil – Mário Câmara  ::: Jairo Lezaca – Publicis Ecuador  ::: Guiga Giacomo  –  Ogilvy & Mather Brazil:::  United Continental Holdings – Oscar Muñoz :::

Click here for previous Latam Changing Places editions

descarga (1)International Marketing, PR & Communications Executive Evelyn Ferro is leaving Sizmek to embark on new professional challenges. Ferro was Regional Marketing & Communications Manager, LATAM at Sizmek for almost 2 years.




C9R8ZXxb_400x400As part of Publicis Groupe’s structural and leadership changes for Publicis Media:





descargaZenith Optimedia’s Tim Jones will serve as regional CEO for the Americas. Mr. Jones has served as CEO of media agency network Zenith Optimedia in North America.





6871fe16aae0255a228b9ce119d1a4f9John Sheehy will oversee global clients.


Lisa Donohue will serve as global brand president for Starcom; Vittorio Bonori for Zenith; Brian Terkelsen for Mediavest/Spark and Andras Vigh for Optimedia/Blue 449.



descarga (3)Digilant, a global programmatic buying company, has announced the appointment of Alan Osetek as its new Global CEO. Osetek will oversee all operations in Spain and in the other seven markets in which Digilant operates (Chile, Colombia, United States, Italy, Mexico, Peru and the United Kingdom), and the progress of its technological solutions both in DMP (Data Management Platform) and DSP (Demand Side Platform). Prior to this appointment Osetek was global president of Resolution Media, a company of Omnicom Media Group.


z J.  Walter Thompson has promoted Stefano Zunino from Latin America chief executive to CEO of the Americas. He will report to J. Walter Thompson Company Worldwide Chairman and CEO Gustavo Martinez. Zunino will continue serving in his other positions as J. Walter Thompson Company’s head of digital and executive chairman of Mirum.As CEO of the Americas, Mr. Zunino will oversee JWT, Mirum and Colloquial across North America and Latin America. Mr. Zunino will relocate from Sao Paulo, Brazil to the U.S. by the end of the year and split his time between New York and Miami.Prior to JWT, Mr. Zunino was CEO of Lowe in Brazil.


descarga (2)Atento has appointed Mário Câmara General Director of Atento Brazil, effective March 1st. Câmara also joins Atento’s Global Board of Directors. Prior to this appointment, Câmara led Atento’s Banking and Financial Services business unit for more than 5 years.




descarga (3)Jairo Lezaca is the new creative director of Publicis Ecuador. He will replace David Bamballi. Lezaca comes from Veritas DDB Ecuador where he served as DGC from December 2013 to February 2016.




descarga (4)Guiga Giacomo is the new creative director of Ogilvy & Mather Brazil. He will join the team headed by Claudio Lima, vice president of the subsidiary. Giacomo has over ten years of experience and worked for brands such as Havaianas, Volkswagen, Nestle, Unilever, Jeep, Fiat and Natura, among others. He returns to the agency where he served as creative director until early 2015. Prior to this appointment, Giacomo worked at Pereira & O’Dell Brazil, Almap BBDO and Agency Click (now Isobar).


descarga (5)United Continental Holdings has reincorporated Oscar Muñoz as president and CEO. Muñoz is planning to return to these full-time positions as from March 14, 2016, and resume all his previous duties and responsibilities.




Brian Terkelsen is CEO of MediaVest USA. Since becoming CEO in 2012, Brian has added US $1.5 billion in billings in new business and organic growth. This includes American Honda Motor Company, Mondelēz, Tri-State Honda, Travelers Insurance, and Converse and most recently, Brown Forman and Bloomin’ Brands. Terkelsen spoke at last week’s AHAA Annual Conference, where Portada interviewed him.

Brian TerkelsenAt AHAA Terkelsen acknowledged the importance of the Hispanic market when he said that it is no longer about whether you need to target the Hispanic consumer, but it is about the “how”. “That is where we are,” he claimed.

To Terkelsen effective Marketing nowadays has to involve data driven marketing and branded content. “Data driven marketing has never been as relevant as it is today. We need to target audiences not so much demos. Branded content is the key and it can be very successful when you tie in a retailer, a perfect example is the work that Cover Girl did with Procter & Gamble,” the Starcom Media Vest executive claimed.

Terkelsen said that today’s consumer has “banner blindness so now we have to create engagement, so we are developing addressable campaigns which will be 50% in the near future. We will know the effectiveness of these campaigns, because we are implementing data & behavioral sciences to predict results.”

Entertainment has changed. We now include content marketing and implement very targeted strategies, we had no internet in the 90s so it is a totally different ball game now.

Entertainment Marketer

A familiar face in Hollywood and an entrepreneur, Terkelson has been in the entertainment marketing industry since 1992, when he co-founded Eco-Challenge Lifestyles, Inc. with Mark Burnett, serving as an Executive Producer for numerous productions of Eco-Challenge on MTV, ESPN and Discovery. “Entertainment has changed. We now include content marketing and implement very targeted strategies, we had no internet in the 90s so it is a totally different ball game now. If done right, it is highly engaging, cost effective and the results are in. Our work with Comcast on “Villa Paraiso” was a terrific success with a 87% retention.”

Terkelson cautioned that “Programmatic Buying is not a strategy, but a tactic, and that is where some people get it wrong.”

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